Tag Archives | Super Bowl

What Your Phone Says about How Big a Super Bowl Fan You Are

What type of phone you use says things about the type of person you are. According to new research from G&R, Android, iPhone, flip and land-line phone users differ demographically and attitudinally based on the kind of phone they use most often. These differences include how attentive and proactive a Super Bowl viewer you are, with both types of smartphone users being more receptive audiences than flip or land-line phone users. Continue Reading →

Game Plan: Narrative versus Non-narrative in Super Bowl Advertising

G&R research shows that narrative advertising helps Super Bowl advertisers improve the return they earn on their multi-million dollars investment

A recently published study by communications research firm G&R shows that Super Bowl advertising is more effective when it tells a story than when it presents information.

At the broad level, there are two forms of advertising: informative and narrative. Informative ads present the consumer with what the advertiser thinks are well-constructed arguments for purchasing a particular brand and use personal self-interest to mediate response. Narrative ads, on the other hand, use stories to model how consumers can use products and create meaning. They typically include two key elements: chronology, a temporal organization of events with a beginning, middle and an end, and causality, the structuring of story elements that establishes relationships between the elements and allows for causal inference, both presented in an entertaining and engaging way.

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G&R Game Changers: Social Media and Super Bowl Advertising

Social Media helps advertisers improve the return they earn on their multi-million dollars investments

Social Media has changed the game for Super Bowl advertisers. A recent study by communications research firm, G&R, shows that social media enables advertisers to multiply the efficiency of their advertising investment by increasing the number of people who see the advertising (reach), the number of times that a person sees the advertising (frequency), and how well an ad registers with a person (ad engagement).

Traditionally, running advertising on the Super Bowl has been for the young and for the strong. New companies looking to get noticed in a hurry and established companies seeking to communicate with large sections of their markets simultaneously have fronted the now $4.5 million per :30 ad costs because of the unique advertising opportunity that the Super Bowl presents. No other advertising venue delivers as large an audience, has more opportunity for water cooler and press replay, and associates the product with such an esteemed event. Plus, viewers pay additional attention to Super Bowl commercials than they do the regular advertisement, as they search for the most entertaining spots and the regrettable but inevitable failures. Continue Reading →

Giving Super Bowl Advertising a Buzz: Social Media Initiators Influence Super Bowl Advertising Buzz and Buy Advertised Products

Super Bowl watching is a social experience. We watch the game eagerly for its pomp and competitiveness, but also to assemble with friends and family, be part of a community, and engage with others as the show and the advertising unfold. We share food and drink. We talk before during and after the game. And, increasingly, we use social media to broaden our connectedness. The propensity to engage in social media activity influences the Super Bowl viewing experience and how people consume advertising messages. According to new research from G&R, the more actively involved a person is in social media, the more commercials they pay attention to and the more favorable their reaction to them is. Continue Reading →

The Transportation of “Mean” Joe Greene: A good tell is a good sell

Quietly tucked away, in the moments before kick-off, “Mean” Joe Greene returned to the Super Bowl this year. In a new ad for Downy, the former football pro reprised his role from the classic Coca-Cola commercial that originally aired in 1980. Only this time, Greene is sniffing fabric freshener instead of gulping Coke.

Created for the Coca-Cola Company, the first “Mean” Joe Greene spot appeared in Super Bowl XIV in 1980. In that commercial, a starry-eyed boy offers his Coke to the injured defensive tackle, “Mean” Joe Greene. The refreshing Coke prompts a smile from the intimidating Steeler and he tosses the boy his game jersey.

The Downy spot is also charming and witty. Using strong story-telling that includes celebrity and humor, it maintains its freshness by an engaging “twist” that has Greene’s fan played by funny gal Amy Sedaris, who says thanks- but-no-thanks to his sweaty, stinky game jersey.

Regardless of whether people know who Greene was, when he played, or how he earned his nickname, the powerful story-telling framework lends itself to continuous adaption and successive callbacks. The host of “Mean Joe Greene” remakes over the years has ranged from adaptations in which other countries’ star athletes play Greene’s role to references in popular television to a number of parodies.

In one of the most unexpected, Coca-Cola competitor, Pepsi, offered up its own twist. David Beckham, then with Manchester United, trudges off the field following a particularly rough match. He requests a sip from a young fan’s Pepsi. Before David walks off, the boy requests his game jersey. As it turns out, the young boy just needs to wipe off the rim of his can before continuing to enjoy the drink himself!

In another charming take, the Coca-Cola Company revisited “Mean Joe Greene” in Pittsburgh Steeler, Troy Palomalu. This time, a young fan tries to offer Palomalu his Coke Zero, only to have it intercepted by Coke brand managers who claim the newest addition to the Coca-Cola family has stolen Coke’s taste.

The Coke, Downy, Pepsi, and Coke Zero reincarnations of the original “Mean” Joe Greene spot show that a well-told story can be a powerful means of strengthening brand meaning with consumers. Effective story-telling influences underlying beliefs through a process called Transportation. “Stories sell,” not only through well-known recall and persuasion devices like benefit-centric messaging, creditable support, and news, which target cognitive processing, but also through transportation devices like character identification, empathizing, and narrative flow, which target deep seated beliefs towards the featured brand or promoted behavior. What makes “Mean” Joe Greene so special, both as a commercial and as the model for so many successful progeny, is that it accomplishes all of those things, achieving both short- and long-term effects.

To learn more about about measuring audience response to narrative advertising, visit G&R’s Transportation Research page.

Chrysler: Halftime in America


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